The Challenge Ahead
HouseSigma had built its success on resale listings, but heavy reliance on the resale market created significant business risk. Pre-construction (precon) real estate was an untapped opportunity, yet two major challenges made entry difficult:
- No Centralized Data Source: Precon listings were scattered across builders with no standardized database to integrate
- Access to High-Demand Units: Builders typically reserved the best units for “VVIP” realtors with strong relationships, making it hard for new entrants to secure units for their clients
With the 2023 real estate downturn slowing precon purchases, it was an opportune time to help builders promote their projects and build long-term strategic relationships.
How I Helped
Acting as the Product Lead, I drove the full cycle of bringing pre-construction listings to the HouseSigma platform and setting the foundation for future builder partnerships.
Key milestones included:
- Data Acquisition & Compliance: I sourced scattered precon data across different builders with the help of Buildify and translated compliance requirements into business and technical requirements.
- Product Design & Integration: I designed a new interface tailored for precon listings and precon map, collaborated with developers on integration and implementation, and iterated post-testing to resolve technical and compliance issues.
- Go-To-Market (GTM) Strategy: After launch, I created a targeted GTM plan to promote precon listings to consumers, driving awareness and submission of precon leads.
Business Impact
- Diversified Revenue Stream: Precon listings introduced a new type of lead, reducing reliance on resale transactions.
- Strategic Builder Relationships: Early traction allowed us to initiate conversations with builders, setting the groundwork for future VVIP status and priority access to popular projects and high-demand units.
- Long-Term Growth Potential: By entering precon during a market slowdown, we positioned the platform to capitalize when precon demand rebounds.